Digital integration

Pricecheck joint MDs Mark Lythe and Debbie Harrison believe data-driven forecasting and automation will transform wholesaling.

What do you think will be the biggest emerging trends in wholesaling in 2026?

In 2026, I expect to see continued acceleration in digital integration throughout the wholesale sector. Data-driven forecasting, personalised customer journeys, and increasing automated processes will shape how wholesalers operate. We’ll also see a stronger focus on supply chain resilience from diverse sourcing and improved demand planning to more collaborative trading relationships. Value will remain a dominant theme in a cost-of-living-conscious environment, retailers and consumers alike will be seeking trusted brands at competitive prices, and wholesalers that can deliver both value and agility will stand out.

What will be the key categories to watch out for?

We’re seeing strong momentum across health & beauty, household, cleaning, but one of the standout categories for 2026 will be functional and health-related drinks. Consumers are increasingly looking for beverages that offer more than hydration – energy, immunity, performance, and recovery are all driving demand.

Our recent partnership with OSHEE is a great example of where the market is headed. Their focus on functional hydration aligns perfectly with consumer trends, and we expect significant growth in this space as shoppers continue to prioritise wellness and active lifestyles.

How can wholesalers best prepare for 2026?

The winners will be those who invest early in technology, develop strong supplier partnerships, and maintain flexibility in their operations. Preparing for 2026 means sharpening digital capability, strengthening ESG credentials, and ensuring product availability through robust global sourcing. Wholesalers also need to support retailers with insight-led category advice and simpler, faster routes to market – making it easier for customers to do business with us.

Do you think online shopping will increase over the next year?

Yes, online shopping will continue to grow – both within wholesale and across direct-to-consumer channels. In wholesale, customers increasingly expect a seamless digital experience with real-time stock visibility, transparent pricing and fast, reliable fulfilment. That shift is only going to accelerate as more retailers use online ordering as their primary route to purchase.

At the same time, we’re seeing sustained strength in D2C. Consumers are more comfortable than ever buying everyday essentials online and brands are looking for partners who can deliver that capability efficiently. At Pricecheck, our D2C services give brand owners a way to reach consumers directly while maintaining control over pricing, content and brand experience.

So yes, online will keep growing, but what’s important is the breadth of opportunity it creates. Whether it’s supporting retailers through digital wholesale platforms or enabling brands to build direct relationships with end consumers, online is now an essential part of a modern, multi-channel strategy.

Do consumers still love local shopping?

Absolutely. While online grows, consumers’ connection to local stores remains strong. Convenience, community, and immediacy are powerful drivers. People still want trusted neighbourhood retailers, and many independent stores have thrived by offering tailored ranges and personal service. Wholesale’s role is to keep these stores competitive with the right choice, price, and speed.

Will wholesalers become more reliant on AI and robotics?

Robotics and automation will play a larger role in warehousing, particularly for accuracy and efficiency. The key is to use technology to enhance people by freeing teams to focus on service, insight, and value creation.

Will wholesalers adopt more sustainable practices such as eco-friendly packaging, reducing transport emissions, and implementing recycling programmes?

Yes, and at Pricecheck, this is already well under way. Sustainability is becoming a core expectation from customers, brands, and retailers alike, and wholesalers should be recognising the need to embed responsible practices throughout their operations.

Pricecheck has committed to becoming Net Zero by 2040, and we’re taking tangible steps toward that goal. As well as adapting our mindset, we’re implementing physical changes to our buildings, processes, and equipment to improve operational efficiency. Thoughtful logistics is a major focus for example we’re exploring improved solutions with hauliers, finding ways to shorten travel routes, and continually refining our transport systems to better support backhauling and reduce emissions.

Will consumers stay in more and will there consequently be more products aimed at in-home consumption?

We anticipate the at-home trend to persist. In-home entertaining and at-home self-care remain strong, driven by value considerations. This shift supports growth in categories like snacking, household cleaning, home fragrance, DIY beauty, and specialist beverages. Wholesale will continue responding with depth of range and value options.